Review

At the moment our local electronic media is in dire need of aesthetically sound advertisements and “The News – Islamabad” ad was one of those rare treats. The most enticing factor of the ad was its very engaging and inspirational story telling. The unique style of pictorial story telling was very proficiently handled. Starting from the inception of “The News” till to date, journey of the newspaper was communicated in a very appealing manner.

Emphasis on its inception and rich history contributed in building up credibility of the newspaper. Being inaugurated by the then president of Pakistan, Ayub Khan added to reliable & very strong image of the newspaper.

The advertisement also rightfully banks on our nation’s predisposition towards patriotism and instills pride in being part of Pakistan. The clean and clear streets and resilient infrastructure development promotes very decent image of the capital.

The ad very adeptly not only covers distinct people from various backgrounds, starting from the lawyers having tea at dhaba to the fisherman throwing nets in the lakes and a boy hitting ball with cricket bat, but also touches the many aspects of their lives and its colors.

Since newspaper image is all about its high credibility and timeliness, ad for “the news – Islamabad” subtly but effectively conveys the message of “the news” having very strong link to current affairs thus further strengthening the brand image through the advertisement.

The execution of ad was very creative. Since natural locations have been used & instead of models, real people from our day to day life were made part of the ad, it gives good sense of realism & actuality.

Having said that, the most apparent drawback of this ad was a very obvious lack of two very important audiences. Women & Business community. Both were conspicuously missing from the ad.

Although the ad was aesthetically very appealing but the artistic way of dealing with the whole advertisement left...